VISION:

To dramatically increase the number of New Zealand women  – especially Maori and Pacific Island women – having cervical smear tests.

PATH:

We needed to raise awareness of cervical screening and encourage more Kiwi women to have regular tests. Led by GSL Network, Tardis in collaboration with copywriter Chrissy Pettman developed the creative concepts for the campaign. Combining a bold and cheeky mix of girlish humour with serious messaging, together we developed a campaign that engaged New Zealand women via a range of media including TV, newspapers, magazines, radio, social media and posters in medical centres.

Post campaign research found the campaign to be a resounding success both in prompting more women to talk about cervical screening and increasing the number of women getting tested. The TV ads are still on the key audience’s favourites list and the campaign won a silver EFFIE award.